Display Campaign Setup

The steps for setting up a display campaign in Google Ads is similar to that for search. Once you are familiar with the Google Adwords Editor, the desktop tool that Google provides for managing your campaigns offline, you can use it to create a new campaign in a few steps. But for this lesson, I will walk you through the steps for campaign creation using the Google Ads web interface.

Campaign Creation with the Google Ads Web Interface
  1. Go to the campaign view in your Google Ads account and click on the plus sign to create a new campaign.
  2. Select a campaign type then go to create a campaign without a goal. Doing this will reveal more options on the campaign setup page.
  3. Choose standard display campaign and click to continue.
  4. Enter your campaign name and choose the locations where you would like your ads to be shown.
  5. Choose the languages of the websites you’d like shown on.

Now I’ll move onto the bidding section. This is where you can select to pay per thousand impressions for branding campaigns by choosing to focus on viewable impressions. We will also choose to manually set bids as opposed to maximizing clicks. In the future, after our campaign has built conversion history, switch to focus on conversions. In section 7 of the course, where I go further into bidding, I will explain this in more detail.

Just like search you’ll be asked to set your initial budget for your campaign and choose an ad delivery method.

Click on additional options to view other options that you may want to adjust. If you are A/B testing, as you should be, I suggest to choose to rotate ads in order to give your ad experiments equal impressions. If you’re website isn’t optimized for a particular device, be sure not to include it in the devices option. If you would like to target specific mobile device operating systems, models or even mobile networks, you can specify it here. Doing this will eliminate desktop which for some reason Google does not let you target while specifying mobile device targeting in this detail.

Frequency capping is an important setting which lets you limit how often a user can see the same ad. Users get tired of the seeing the same ad messages quickly and start tuning them out. I suggest starting new campaigns with a low frequency cap so to not hurt your CTR by impressions from old users. Once your campaigns become profitable, and you want to expand, you can start to increase this cap while monitoring performance of ads by creating frequency and reach reports.

You have completed the steps needed for campaign creation. Next Google requires you to create an ad group in order to save these settings. This is something that I prefer to do outside of this setup page, and also after we complete the lessons on display campaign ads and targeting. For now, do the minimum to move on by entering an ad group name and a bid and click create campaign. They will take you to a confirmation page where they will try and get you to create more ad groups. Just click “Continue to Campaign.” You have now created your display campaign with the settings you defined.

Now your campaign needs ads and targeting in your ad group for it to go live. Your campaign can’t run without ads, but pause it anyway. Your campaigns need to be paused so that they don’t start running before we add targeting.

Join me for the next lesson where I will teach you about the different types of display ads and how to create them.

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